Morgan Wallen
What I Want (feat. Tate McRae)

Taking Morgan Wallen’s What I Want global by boosting creator trends and driving 30K+ new videos on the sound! 🤠🌍

What We Did

Morgan Wallen has become a powerful force in modern country music. We partnered with his team to drive TikTok momentum, strengthen UGC growth, and help their tracks break through on and off the platform!

Morgan Wallen’s “What I Want” featuring Tate McRae quickly rose to #1 on the US charts, solidifying his status as a leading artist in country music. With momentum at an all-time high, our mission was to take the track global, specifically across UK and international audiences. Here’s a breakdown of how each phase unfolded and the strategy behind the success.

Here’s a breakdown of how each phase unfolded and the strategy behind the success.

Zebr Challenge

Our Challenge feature is a fast-paced, exciting way to generate a volume of creative content!

Creators submit posts based on a creative brief.
Encourages participation only in challenges they connect with, ensuring quality content.
Payouts tied to view check-points: secures posts while protecting budget until view milestones are reached.

Our Challenge feature is a fast-paced, exciting way to generate a volume of creative content!

Creators submit posts based on a creative brief.
Encourages participation only in challenges they connect with, ensuring quality content.
Payouts tied to view check-points: secures posts while protecting budget until view milestones are reached.

Track one

Morgan Wallen What I Want

Countrytok? That’s what we want!

For What I Want, we kept things simple and creator-friendly - an open brief that let people have fun with the track while still nodding to the biggest CountryTok trends.

We combined our Challenges + Direct features, tapping into top creators. UK audiences got their first taste of Wallen, whilst Tate’s feature pulled in the pop fans and wider audiences.

Countrytok? That’s what we want!

For What I Want, we kept things simple and creator-friendly - an open brief that let people have fun with the track while still nodding to the biggest CountryTok trends.

We combined our Challenges + Direct features, tapping into top creators. UK audiences got their first taste of Wallen, whilst Tate’s feature pulled in the pop fans and wider audiences.

And the Results?

Posts

2M+

Views

48.7K+

UGC

A Country Track That Broke Out of Its Lane

With a little Zebr magic, What I Want exploded into a global moment - pushing past it's US audience. The sound racked up tens of thousands of new UGC videos, reached new UK and international audiences, and helped strengthen Morgan Wallen’s position as one of the biggest cross-genre names on TikTok today!